MV Agusta had only a single new model to show at the 2013 EICMA show, its new sport-touring machine, the MV Agusta Turismo Veloce 800. An important brand extension for the Italian company, CEO Giovanni Castiglioni admitted that MV Agusta scrapped its original design for the Turismo Veloce, simply stating that the produce design didn’t have the same “wow effect” that the MV Agusta motorcycle should evoke. Developing the current iteration of the MV Agusta Turismo Veloce in just eight-months time, time will tell on whether the Turismo Veloce has been rushed to market or not.

MV Agusta has cleverly spun its recent history of releasing half-baked motorcycles to market (the press debut of the MV Agusta F3 675 and its horrible fuel-mapping are still fresh in our memory), by saying the company has adopted a strategy where its machines are in “constant upgrade” from the MV Agusta’s legion of engineers. There is an interesting story there about the sophistication of electronics now, though we would just prefer the bikes work properly in version 1.0, not 1.1.

Now raising its own bar on sophistication, the Castiglioni says that the MV Agusta Turismo Veloce 800 is the most advanced model ever to come from Varese. Time will soon tell how the sport-tourer rides (we hear it was a non-runner in the company’s promotional video), but as for the future of the Italian company, it is still full-speed ahead on other projects, which brings us to where we are today.

Some news that seemingly got lost with all the other announcements at EICMA, Giovanni Castiglioni shared at the Milan show that his road map for the future of MV Agusta includes two more yet unannounced new models, in two new market segments, which will debut in the first-part of 2014.

Our expectation is that MV Agusta will build off its Turismo Veloce sport-touring platform, and extend that line to include an adventure-touring model as well. We also expect that MV Agusta will release a power cruiser model, similar in vein to the Ducati Diavel — a bike that has already been hinted to by the company’s trademark filings.

The push into new model segments is not too dissimilar to another Italian company’s transition from a sport bike brand to full-range motorcycle brand, as MV Agusta’s plan reads exactly like Ducati’s playbook from several years ago, which is itself an adaptation of the strategy run by a certain German car manufacturer.

In outlining his plan, Castiglioni quoted the transition made by Porsche, as the German carmaker moved from a company that only made sports cars, to one that had a full-range of performance vehicles — Ducati made the same comparison during its own effort. The plan is sound in principle, and one with a proven track record of success.

In its effort, MV Agusta can draw upon reusing its 800cc three-cylinder power plant, as well as its 1,000cc four-cylinder engine for these new models. With the Italian company investing much of its future in its three-cylinder program, middleweight offerings would seem to be the more logical offering from the two possibilities, though anything is possible.

A pair of middleweight bikes could be an interesting approach, as while larger displacement machines have better margins, the premium-level middleweight motorcycle segments are relative untapped by brands like Ducati and KTM — an opportunity does exist here.

The trick here for MV Agusta isn’t the strategy though, it will be the implementation. Castiglioni and his crew have a tight time-table to deliver results and build volume, a pressure neither Ducati nor Porsche faced in their efforts. Distribution also remains a huge factor for MV Agusta, as the Italian company had poor dealer networks outside of Italy. Quality is of course an issue as well, as company’s in-house electronics package, MVICS, shows equal helpings of promise and growing pains.

As always time will tell, though in the case of MV Agusta, we won’t have long to wait for these new machines to break cover. Good stuff.

Don’t get me wrong, I really want to like MV because of their heritage and spirit, but I think they should focus on making at least one current bike that actually works well. So far they have come out with flashy, expensive, uncomfortable bikes with terrible fueling and no street manners. Perhaps some narrowing of their attention is needed more than new models? Or, kick ass in WSBK and and earn back some cred.

MikeD

I have a ” perfect ” solution as for the powerplant in the power cruiser.

Ladies and Gentlemen, i give you MV AGUSTA’s first power plant with balls the size of The Sun:

TADAAAAAAA ! TWO 800 Triplets joined at the Hip (crankcase) !!!!!!!!!!!!! A 1.6L monster of a V6 befitting of any bike that dares call itself a power cruiser !

DIAVEL WHO ? LOL.

Ok, ok . . . back to reality now.

Good to hear more news about MV but i’m afraid that they are going to go the way of the DODO in no time.

Biting more than they can chew and swallow. Too much sand for their truck. You get my drift.

Too much ” new ” product TOO SOON, half sorted, kicked out the factory’s door and no real support behind it at least here on the USA.

C’mon MV make a fool out of me and prove wrong (not that it takes much anyways) , LMAO.

Jw

I like how they stuck it to HD

Superlight

RL, let’s set the record straight, shall we? I agree MV should slow down on their model expansion long enough to 1), get the bikes sorted before introduction and 2), build their dealer body so a buyer can find them close to home, but as an F3 owner, the situation is not as bad as you make it out to be.

My throttle response was never that troublesome and the ECU updates have pretty much resolved that issue. You missed the fact that the riding experience is way more involving than any Japanese 600 or even the excellent Triumph 675, not to mention design integration no other manufacturer has equaled.

The racing success? You must have missed WSS this year, where the F3s improved at every outing and finished on the podium several times this season.

Rather than believe every Internet opinion, you might consider actually riding the machines before making your comments.

RL

Superlight: What exactly makes riding a MV F3 “more involving” than riding a Triumph 675R? And, is that even a good thing?

DDD

This story is not profesional. Please take it down go ride, inspect MV and when we talk. From the design side there is hands down go and beat this, same about materials, electronics was one time thing and fixed year ago other brands had dozens of times BMW, Ducati etc in way wore manner even. It’s like journalist killed 999 in a time without slightest reason and when they where happy when Ducati released cheap old bike instead. MV quallity and product intelligence is bar to none we can say freely. Veloce is highest level transportation design you can see on industry level why the hell is necessary to kill it in US where customers don’t think but read only this kind irresponsibe articles. Engineering and materials you get are best possible from MV. It’s like if KTM has some plastic failure the bike is complete rubish if Yamaha gearbox flys to the moon every week it’s a motosport and pushing the limits. What a hell is wrong with you people. MV is most exclusive industrialy made quallity motorcycle you can buy, you can’t argue that and it’s nice there more few options or you buy shameful uglyness disaster V-storm and editor will be happy.

Yes dealer are the biggest industry problem for everybody, specialy in Europe and sure dealers or lack of dealers and poor business model behind it will kill motorcycling before politics can. So this is where cahnges are need most and right now as everyone has a big problem is this area!

Superlight

RL – OK, I’ll answer your question. I suspect you’ve not ridden either bike, so I’ll explain it to you. It starts with design, where the MV has better detailing from every angle: – from the front, look at Triumph’s “parking light” design above the ram air intake (overstyled, cheap), then feast your eyes on the poorly placed turn signals on the fairing – from the sides, the Triumph’s alloy frame is a jumble of elements going every which way (it may work, but it doesn’t have any design flair) versus the F3’s trellis tube frame (simply elegant) – to continue on the sides, that Daytona rear subframe looks “plasticky”, especially those black inserts – the new exhaust looks just like the Honda CBR1000RR, which is not a compliment – from the rear, the tail section is OK, but the MV actually styles this piece, which looks much better

OK, so much for the subjective side. What are they like to ride? The Triumph is a great bike, with broad midrange torque, but listen to the primary gear whine at slow speeds, absent in the MV. Both triples sound great, but the F3 takes that attribute to a much higher level, with a pairing of exhaust/intake sound that is breathtaking, especially over 10,000 RPM. The MV engine also revs up much faster than the Triumph, which I think is appropriate for a Supersport bike.

The MV has an urgency about it that is missing in the Triumph, which leads to the MV being the more “involving” choice. More interesting design details to take in from every angle and a more exciting engine from the moment you start it up to the time you run it through the gears at high RPMs. I respect the 675R, but my money went to the F3 and I’d make the same choice again, over a year after purchase.

RL

Hey SL, nice post. I can buy that logic and honestly (having ridden both) I too would buy the F3 over the 675R. But, it would not be a logical choice. I do get the idea of a more engaging ride (I own a 998), I just wanted to hear what that means to different people. Every bike I have bought because it made logical sense has ended up being sold. It’s all about the experience. Enjoy your F3!

Superlight

RL, buying a motorcycle has rarely been “logical”, as few of us use them as daily transportation. They are “toys” for most of us, meant to stir the soul. It also makes a difference if you have one machine or multiple (I also have a Ducati). The F3 replaces a dearly loved 748R I sold a few years ago.